Cracker Barrel
- Company typePublic
- Founded1969
- HeadquartersLebanon, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
Cracker Barrel firmographics
Firmographics- Name
- Cracker Barrel
- Legal name
- Cracker Barrel Old Country Store, Inc.
- Website
- https://crackerbarrel.com
- Company type
- Public
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Cracker Barrel industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Limited-Service Restaurants (722513), Caterers (72232), Other Specialty Food Retailers (44529)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Farm-to-Table & Contemporary American Restaurants (THAFACAF)
Keywords
Where Cracker Barrel is headquartered
LocationHeadquarters
- HQ city
- Lebanon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cracker Barrel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Restaurant Dining Sales: Core revenue from dine-in meals at approximately 660 Cracker Barrel locations across 44 states. Menu includes homestyle country cooking such as meatloaf, chicken n' dumplins, country fried steak, breakfast items served all day, and various lunch/dinner options. Revenue is transaction-based, one-time per customer visit.
- Retail Merchandise (Old Country Store): In-restaurant retail shop selling nostalgic candies, home decor, antiques, and branded merchandise. Products include vintage chocolate bars, commemorative items, and America 250 themed merchandise. Revenue is one-time per transaction.
- Catering Services: Catering for medium to large groups with buffet-style options, party platters, and family meals. Includes breakfast, lunch, and dinner options for events.
- Delivery and To-Go Orders: Third-party delivery partnerships and direct online/mobile app ordering for takeaway and curbside pickup. Also includes Family Meals and Heat & Serve holiday meals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Military Discount Program |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Cracker Barrel product offering
Product offeringCore offering
Cracker Barrel operates a combined restaurant and retail concept offering homestyle Southern comfort food (meatloaf, chicken n' dumplins, country fried steak, all-day breakfast) alongside an attached Old Country Store selling nostalgic candies, home decor, and branded merchandise. The company serves customers through approximately 660 company-owned locations across 44 US states with dine-in, takeout, curbside pickup, delivery, and catering channels.
Product overview
Cracker Barrel Old Country Store operates as a single unified brand with multiple service channels. The core offering is a full-service homestyle restaurant with attached retail store, complemented by digital ordering platforms (website and mobile app) and catering services. The company operates approximately 660 company-owned locations across 44 states under the Cracker Barrel Old Country Store brand, with Maple Street Biscuit Company as a subsidiary sub-brand. Key product offerings include: dine-in meals, takeout, curbside pickup, delivery service, and catering (Cracker Barrel Catering). The Cracker Barrel Rewards loyalty program with nearly 12 million members supports all channels, while Gift Cards (physical, digital, and business bulk) and the Mobile App with Dine-In Mobile Pay serve as enabling products. The company also runs seasonal promotions including the Fuel Your Summer Road Trip Sweepstakes and limited-time menu items like Campfire Meals. The America250 partnership in 2026 adds patriotic-themed experiences and merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Maple Street Biscuit Company: Fast-casual breakfast and brunch restaurant chain, separately branded subsidiary of Cracker Barrel.
Products and services
- Cracker Barrel Old Country Store Restaurant & Retail The flagship Cracker Barrel Old Country Store concept offering homestyle Southern comfort food (meatloaf, chicken n' dumplins, country fried steak, all-day breakfast) alongside an attached Old Country Store retail shop. Operates nearly 660 company-owned locations across 44 US states with dine-in, takeout, curbside pickup, and delivery channels.
- Maple Street Biscuit Company Subsidiary fast-casual breakfast and brunch restaurant chain operated by Cracker Barrel Old Country Store, Inc., providing a complementary brand within the company's portfolio.
- Cracker Barrel Rewards
Quantifiable outcome
- Stock recovered 70%+ year-to-date by June 2026 following logo controversy, becoming S&P Composite 1500 Restaurants Index's best performer
- +3 more outcomes
Companies that use Cracker Barrel
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles3 records
Cracker Barrel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Cracker Barrel partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core, minor and subsidiary.
- America250flagshipCracker Barrel partnered with America250, the national organization charged by Congress to commemorate the 250th anniversary of the Declaration of Independence. The partnership includes in-store experiences, limited-time patriotic menu offerings, commemorative merchandise in the Old Country Store, reimagined rocking chair designs at select locations and America250 events. The collaboration aligns with Cracker Barrel's heritage brand positioning and appeals to patriotic consumer sentiment.
- ID.mecoreID.me is used to verify military service credentials for Cracker Barrel's 10% military discount program. Military members verify their status through ID.me's identity verification system, which uses bank-grade encryption. This partnership enables automatic discount application at checkout for eligible veterans and active-duty service members who are Cracker Barrel Rewards members.
- Feeding AmericaminorCracker Barrel launched the Cracker Barrel Food for Families initiative in 2021, a multi-faceted national partnership with Feeding America. The initiative focuses on three interconnected areas: addressing food insecurity, supporting community needs through food donations, and reducing food waste. The partnership supports the company's philanthropic mission of fighting hunger in America.
- Second Harvest Food Bank of Middle TennesseeminorFor over 20 years, Cracker Barrel and the Cracker Barrel Old Country Store Foundation have contributed food and funds to Second Harvest Food Bank of Middle Tennessee, where the company was originally founded in Lebanon. This partnership is part of the company's long-standing commitment to fighting hunger in local communities.
- Maple Street Biscuit CompanysubsidiaryCracker Barrel owns the Maple Street Biscuit Company, a subsidiary chain. This is not a third-party partnership but rather a company-owned brand expansion.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Cracker Barrel competitors and assessment
Company assessmentDirect peers
- Denny's: Denny's is the closest direct peer: a nationwide family casual dining chain serving American comfort food 24/7 along highways, with a similar value-oriented menu, diner atmosphere, and customer base of road travelers and families.
- Bob Evans Restaurants: Bob Evans operates a similar full-service homestyle restaurant chain serving comfort food with a rural/Americana identity; comparable menu positioning, pricing, and family-casual customer demographic.
- IHOP: IHOP is a direct peer in family casual breakfast/all-day dining with comparable pricing, national footprint, and family/traveler customer base including loyalty program engagement.
- Waffle House: Waffle House is a Southern, highway-adjacent counter-service diner chain with strong brand recognition in roadside dining; comparable to Cracker Barrel in traveler-customer focus, regional concentration, and 24/7 operations model.
- Golden Corral: Golden Corral is a direct competitor in family value-oriented casual dining, offering American comfort food including homestyle meats and sides at comparable price points targeting families and travelers.
Broad incumbents
- Texas Roadhouse: Texas Roadhouse is a larger publicly traded incumbent in casual American dining with strong brand loyalty, comparable suburban/highway placement, and steakhouse-comfort food overlap with Cracker Barrel's menu.
- Darden Restaurants: Darden owns multiple casual-dining chains (Olive Garden, LongHorn, Cheddar's, Yard House) that compete with Cracker Barrel for family/casual dining occasions; relevant as the broader incumbent portfolio operating in the same consumer occasions.
Others
- Steak 'n Shake: Steak 'n Shake is operationally relevant as it is owned by Sardar Biglari, the same activist investor pressuring Cracker Barrel; it overlaps with Cracker Barrel in American diner/comfort food positioning and provides a comparable profile for evaluating Biglari's strategic playbook.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Cracker Barrel social profiles
Digital presenceCracker Barrel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cracker Barrel leadership team
Management profileNumber of profiles
Profiles5 records
Cracker Barrel subsidiaries and ownership
Company hierarchySubsidiaries1 record
Cracker Barrel funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cracker Barrel M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cracker Barrel
What does Cracker Barrel do?
Cracker Barrel operates a combined restaurant and retail concept offering homestyle Southern comfort food (meatloaf, chicken n' dumplins, country fried steak, all-day breakfast) alongside an attached Old Country Store selling nostalgic candies, home decor, and branded merchandise. The company serves customers through approximately 660 company-owned locations across 44 US states with dine-in, takeout, curbside pickup, delivery, and catering channels.
Is Cracker Barrel a public or private company?
Cracker Barrel is a public company. It is classified as public and is currently operating.
When was Cracker Barrel founded?
Cracker Barrel was founded in 1969. It employs 5,001 to 10,000 people.
Where is Cracker Barrel based?
Cracker Barrel is headquartered in Lebanon, United States, in the North America region.
How does Cracker Barrel make money?
Four revenue lines are on record. Restaurant Dining Sales are the primary driver. The others are retail Merchandise (Old Country Store), catering Services and delivery and To-Go Orders.
Who are Cracker Barrel's main competitors?
Direct peers on record are Denny's, Bob Evans Restaurants, IHOP, Waffle House and Golden Corral. Broad incumbents are Texas Roadhouse and Darden Restaurants. Steak 'n Shake is listed as an others.
Does Cracker Barrel have an API?
No public API is recorded for Cracker Barrel.
What industry is Cracker Barrel in?
Cracker Barrel's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAF, Farm-to-Table & Contemporary American Restaurants. Its NAICS code is 722513 and its SIC code is 5810.